Population Reference Bureau (PRB) is a core partner on the Population Council-led Evidence to End FGM/C: Research to Help Girls and Women Thrive consortium
a UKAID-funded research program to help end female genital mutilation/cutting (FGM/C) within one generation. Our role is to build the consortium
s capacity for research utilization and to develop innovative tools and products to improve how researchers communicate their findings about FGM/C to key decisionmakers.
PRB has created a short video that shares key lessons from two studies in Egypt and Sudan that looked at effective elements of various social marketing campaigns. The video highlights how the four P
product, price, place, and promotion
can be used to design a high-quality FGM/C campaign. It also offers additional insights for program managers and designers that can help ensure social marketing campaigns to end FGM/C are grounded in the right principles and approaches. The video is based on the following two reports:
- A. Rahman, S. El Nagar, R. Gindeel, and A. Salah,
Understanding the Key Elements for Designing and Implementing Social Marketing Campaigns to Inform the Development of Creative Approaches for FGM/C Abandonment in Sudan,
Evidence to End FGM/C: Research to Help Women Thrive (New York: Population Council, forthcoming). - Abou Hussein and S. Ghattass,
No to Circumcision
: The Road to Effective Social Marketing Campaigns in Egypt,
Evidence to End FGM/C: Research to Help Women Thrive (New York: Population Council, forthcoming).
